As one of its foremost sales tactics, Lenexa, Kan.-based Atronic Alarms does not require its clients to sign an alarm contract. It may sound odd, but it's a selling feature that works.

Led by its owner, Perry Atha (second from right), Atronic Alarms does not require its customers to sign alarm contracts. If a customer elects not to continue with the company, then we have not deserved nor earned their business, says Operations Manager Todd Harrison (left).

As one of its foremost sales tactics, Lenexa, Kan.-based Atronic Alarms does not require its clients to sign an alarm contract. It may sound odd, but it’s a selling feature that works. The company has roughly 4,000 accounts and brings in about $125,000 in recurring monthly revenue (RMR). Additionally, Atronic has seen its existing client base grow 12.2 percent so far this year.

“Our owner, Perry Atha, always felt that we don’t want to force anyone to be our customer by signing them on to a long-term contract,” Atronic Alarms Operations Manager Todd Harrison says. “If customers do not want to be part of the Atronic Alarms family, then we have not deserved nor earned their business.”

The company relies heavily on word-of-mouth referrals and online marketing, as well as placing a huge emphasis on customer service. “We live in a society of no service, and we’re here to change that dichotomy,” Harrison says.

Established in 1982, the 60-percent commercial and 40-percent residential company offers access control, video surveillance and home automation solutions to its clients. Technicians consistently attend training courses on new products. Because the company is small, it is imperative that all other associates are cross-trained in all administrative positions.

“If somebody goes on vacation, there aren’t two back-ups,” Harrison says. “Just about every person inside this building can handle every position in the company. By constantly having people move from responsibility to responsibility, it keeps us well-trained administratively.”

Among its main operational objectives, Atronic Alarms prides itself on being on the cutting edge of false alarm reduction. It is an endeavor that contributed to the company being named as a finalist for the 2011 Installer of the Year. As an example of its successes, the company was awarded the 2009 Police Dispatch Quality (PDQ) Award, which honors well-balanced alarm management programs and extremely low dispatch rates.

“We proactively contact our clients to make a service call visit because we don’t want the false alarms,” he says. “We want to keep our good reputation with the police department. When they get an alarm from Atronic Alarms, they know it’s a good alarm.”

Ashley Willis is associate editor of SECURITY SALES & INTEGRATION. She can be reached at (310) 533-2419.

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